Last week’s Super Bowl wasn’t just a huge vic­tory for the Seat­tle Seahawks. Adobe Dig­i­tal Index had pre­vi­ously reported how Inter­net traf­fic starts pick­ing up for Super Bowl adver­tis­ers prior to game day, then rises even more the day of the game. This year was no excep­tion; in fact, the increase in web traf­fic was more dra­matic than years before. Over­all vis­its to adver­tis­ers’ web­sites rose 15% above 2013, while the aver­age increase in typ­i­cal daily web traf­fic soared 163%.

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At $4 mil­lion per 30-second ad, adver­tis­ers might won­der what drove the flood of traf­fic? One word: mobile.

Over­all, smart­phone and tablet traf­fic has risen sub­stan­tially since 2013. Super Bowl Sun­day clearly demon­strated that the event also has ben­e­fited from this trend. In fact, mobile vis­its to adver­tis­ers’ web­sites from smart­phones and tablets rose at an unprece­dented rate, peak­ing at almost 37% (and never drop­ping below 28%).

Total smart­phone vis­its dur­ing the Super Bowl increased by more than 110% year-over-year.

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For their part, tablets also scoared a Super Bowl win. While smart­phones were respon­si­ble for the largest growth in traf­fic to adver­tis­ers’ web­sites, tablets were the pri­mary source of web­site vis­its dur­ing the Super Bowl.

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The Super Bowl clearly has become a mobile-device-driven experience–yet another exam­ple of how the sports indus­try, over­all, is reap­ing digital’s rewards.